Introduction
Professional sport has always been looking for sources of financing to maintain its activity and, if possible, obtain profits. Thus, the traditional income consisting of the sale of tickets in stadia has been evolving to many other aspects. Today, virtually, no professional sporting spectacle could survive without broadcasting rights, brand partnerships and sports sponsorships.
The growing impact of the so-called “new technologies” on the world coincided with the worst pandemic the world has faced in a century: COVID-19 potentiated cryptocurrencies, blockchain and so-called digital assets to extremes never seen before. This has several explanations: on the one hand, the new generations are no longer using traditional media, but, on the other, they have replaced it with streaming services, social networks and video games.
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